top of page
VOLINI
The Brand
& The Brief
In pain management, people often turn to home remedies first or choose to ignore pain altogether. The belief is simple: home remedies feel safer, have no side effects, and offer comfort, even if relief is slow or uncertain.
Volini’s brief was to counter this mindset by reinforcing one clear truth: science works and it delivers assured results. The client had already established this direction through a TV commercial. Our task was to extend and amplify this thinking across digital platforms, building on the core idea of science-backed relief.
Brand
Sunpharma
Industry
Pharmaceutical
Website
Services
Website Design
Creative Assets
Social Media Management
The Challenge
Home remedies are deeply ingrained in everyday behaviour, especially for common pain. They are trusted, familiar, and perceived as harmless. Against this backdrop, Volini needed to shift perception without dismissing these habits.
The challenge was to show that while home remedies may feel comforting, science offers faster and more reliable relief. This needed to be communicated clearly, credibly, and at scale, while addressing different pain cohorts such as neck, back, joint pain, etc.
The Strategic Approach
Our approach was to build on the client’s science-led narrative and translate it into a clear, structured digital experience. Rather than introducing a new idea, we strengthened the existing proposition by organising it around real pain scenarios and credible proof points already established by the brand.
The campaign #DardAnekIlajEk was extended digitally across four pain cohorts, allowing the communication to shift from broad messaging to specific, relatable use cases. This ensured the science behind Volini felt relevant to everyday pain rather than abstract claims.
Product literacy formed a key pillar of the digital experience. We simplified the science behind diclofenac by clearly communicating its role, application and effectiveness, helping users understand why Volini delivers faster, targeted relief compared to home remedies.
As part of the campaign ecosystem, Volini’s partnership with Lybrate was integrated into the digital journey. The Volini x Lybrate association highlighted access to free doctor consultations, reinforcing trust and credibility through expert validation, while remaining aligned with the brand’s emphasis on science-backed solutions.
Home remedies were acknowledged within the creative as a familiar behaviour, but consistently positioned as a starting point. The messaging led audiences towards Volini’s clinically proven effectiveness, maintaining empathy while reinforcing the role of science.
Asset Categories
01 : Website Design
Agneya’s microsite was designed with a minimalist, premium aesthetic. The opening section introduces the brand story, followed by awards and recognitions, tasting notes, the story of the wood and all visual assets crafted for the brand. The digital experience was built to feel unified, elegant and aligned with Agneya’s world.
02 : Creative Assets
A suite of digital banners was created to drive traffic to the landing page, highlighting key pain scenarios, faster relief, and the availability of expert consultation through the Lybrate partnership.
In addition, blog content was developed to deepen product understanding, simplify the science behind pain relief, and reinforce Volini’s credibility through informative, science-led storytelling.
03 : Social Media Management
Cohort-led social media creatives were developed to address different pain types. Each post balanced familiar pain triggers with science-backed messaging and reinforced the availability of expert guidance.
03 : Social Media Management
Cohort-led social media creatives were developed to address different pain types. Each post balanced familiar pain triggers with science-backed messaging and reinforced the availability of expert guidance.
bottom of page